17 ways to integrate Facebook and email marketing. 3 types of integration: strategy/metrics integration; audience integration; message integration. From Jay Baer and Convince & Convert. Includes links to several free online tools to assist with Facebook and email marketing integration

1. Killer Integration of
Facebook and Email

2. Integration, Not Isolation
Email Facebook

3. 3 Areas of Integration
• Strategic Integration
• Channel & Audience Integration
• Message Integration

4. 1. Strategic Integration
84% of Facebook fans are current customers! (DDB)
• Facebook tries to keep the brand top-of-mind among
people who have opted-in
• Email tries to keep the brand top-of-mind among people
who have opted-in
The Facebook people in your
company, and the email people in
your company should be the
SAME people

5. Metrics
Metrics are similar, with different
names:
• Email subscribes = Facebook likes
• Email unsubscribes = Facebook
unsubscribes
• Email opens = Facebook
impressions
• Email clicks = Facebook feedback
• Email forwards = Facebook shares

6. Metrics

7. Metrics

8. Advanced Metrics with Pagelever
Pagelever.com

9. Integrated ROI
New cross-channel Google
Analytics determines true impact
of each channel
http://ar.gy/multichannel

10. Facebook Valuation via Email
If you know your email investment, you
can model Facebook value
http://ar.gy/Facebook (free worksheet)
Cost of 2 cents per email sent
25% open rate = 8 cents per open • Determine TRUE cost per email sent
1,780,904 post views/month
• Multiply by open rate
= Facebook value of $142,472 • Equals true cost per email view
• Value each Facebook post view
event to find monthly value of
Facebook

11. Scheduling
• Use email time of day testing to
optimize Facebook status
update schedule
• Test nights!
• Use email day of week testing
to optimize Facebook status
update schedule
• Test weekends!

12. 2. Channel & Audience Integration
One method of contact isn’t enough. Your goal should be to
build a touch point corral around your best customers.
• Email subscription
• Facebook like
• Twitter follow This is how you know
you’re doing
• SMS sign up something right as a
loyalty marketer!
• ….more

13. Email Opt-ins on Facebook
• Use your Facebook landing tab as
an email opt-in opportunity
• Test putting free content or
special offers behind a “fan gate”
with email sign-up
http://facebook.com/ConvinceConv
ert

14. Facebook Likes on Email Thank You
• Promote your Facebook page on email thank you auto-responder
• When they are in the mood to like you, ask them to “like” you!

15. Email Opt-ins on Facebook
• Encourage a Facebook “like” in
the email unsubscribe process
• Try to maintain at least one
touch point
Like Us

16. Email Subscriptions via Social Log-in
• Companies like Janrain serve
unified log-in and database
building systems
• Convenience for your site
visitors
• Steady stream of data
attributes for your company

17. Use Social Functions in Email to Segment Audience
• Most email providers have some
sort of “share with your social
network” button
• Track the subscribers that click
this button and build a “social
media active” database segment
for future use
http://ar.gy/emailblog (great email
blog)

18. Include Best Performing Email Products in
Facebook Store
• F-commerce is easier than ever
• Integrate email with Facebook store
for special fan-only offers
• Test social threshold deals

19. 3. Message Integration
Successful content in email can be
used in Facebook, and vice-
versa
• Drive behavior wherever
subscribers are comfortable
performing it
• Demonstrate integration and
unification at the message level

20. Headlines
• Use email subject line testing to optimize Facebook ad headlines
• The reverse also works
• Consider ABCD subject line test in email (if your list is big
enough)
• Facebook also enables multiple ads

21. Images
Images have a sizable impact on click through rate for Facebook
ads
• Test multiple images (in combination with headlines) to determine
best image for email
• Note: This might also work with Google+, using different images
sent to different circles

22. Content Ideas
• Use the speed and interaction
of Facebook to source content
for email and your website
• Contest not usually necessary
– just ASK

23. Bring Facebook to Email
• Popular and interesting status
updates from fans can become
not just “sponsored stories” as
Facebook ads, but email
content too.

24. Real-time Email Push
• Given the way Facebook’s Edge Rank (and now Graph
Rank) formula works, likes and comments are critical to your
content being above the fold – or at all
• Status updates that are successful could be emailed (same
day) to boost interactions even more, growing Edge Rank
for the brand

25. Cross-posted Email Components
• Individual, popular pieces of an
email newsletter can also be
repurposed as Facebook
status updates
• Provides a second touch point
for some customers
• Gives the ability for instant
interaction – boosting Edge
Rank

26. 3 Areas of Integration
• 17 specific killer integration opportunities
• How many are you doing today?
• Do not tackle all of these at once
• Tier the opportunities, and implement/test 2-4 to start
• Remember, your Email people and your Facebook
people should be working closely together – or be the
same people

27. Jay Baer
Convince & Convert
www.convinceandconvert.com
www.jaybaer.com
@jaybaer
Facebook.com/ConvinceConvert
Free chapter:
http://ar.gy/now